The Color Reveal doll program is more than a toy; It is an embodiment of the next generation of innovative toys that re-invent the way Barbie dolls are packaged and experienced. The program provided a one-of-a-kind surprise experience that seized the current unboxing trends, and it was critical that it stood out on the shelf to drive conversion and depth of purchase.
I collaborated with a team of designers and engineers to produce real high-impact branding. We worked tirelessly around the clock and even coordinated with design agencies for ideation. And after a few days of hitting brick walls, I broke through and the entire project fell under my design control.
The
Challenge:
To develop a brand that graphically communicated the revolutionary Color Change doll features while also elevating the cohesiveness between product, water play and package. It was not only the first time in the Barbie brand's history that a blind tube was utilized as a doll package, but it was also the first time the package was employed as part of the toy feature. The graphics needed to showcase and convey this novel concept in an engaging and fun way.
The
Solution:
I knew how to maneuver around a tube-shaped package because I had previously worked on a packaging design project for a vitamin and supplement company. I knew where to put key communication points and how to use package real estate to support desired narratives.
This provided me with a platform to freely experiment with logos, graphics, and callouts without fear of deviating from strategy. This virtual playground enabled me to create a logo that conveyed water play and color change in a modern way. After that, I was able to create supporting graphics, color palettes, and icons. And, to strengthen my case, I worked with illustrators to help develop the illustration style, which conveyed the line's color saturated nature.
Because we had never released such a toy and package before, there were numerous other obstacles I had to overcome in order to help bring this line to global markets in record time. I had to establish a quick workflow process, rely on my Asia counterparts for all production needs, and communicate with photographers and illustrators precisely. There was no margin for error.
Color Reveal quickly became and continues to be a huge market success, expanding to small collectible toys and playlets in a variety of price points.
